Apple is becoming increasingly channel friendly, according to several resellers who have said that the past few months have seen a marked change in the way that the vendor does business.
According to reports, Apple has begun handing responsibility for supplying hardware and services to business customers to its resellers. Apple’s business-to-business team, however, has continued to handle sales.
Speaking to Microscope, managing director of Apple Premium reseller Trams and Rapid, Warren Peel said: "Apple is engaging more with the top resellers to broaden its entry into the market".
"Apple doesn’t have the internal resources to deal direct with customers, it has recognised that it needs partners with expertise in storage or video technologies, so it’s opening up opportunities and wants to work on high-end solutions," he added.
It was a point echoed by the managing director of London-based APR Square Group, Darren King. "Apple has realised that its channel can probably do a better job with the clients because we have a wider range to technologies… if you buy direct from Apple you can only buy Apple kit but that is just part of the equation," he told the magazine.